UX/UI design | March 2021

Boosting conversions and creating trust & transparency.

Zenchest ships mindfulness-inducing goods to motivate inner wellbeing, they offer one new box each season with unique products and relaxation techniques, as well as fun challenges, that help cultivate true peace of mind. You can buy their boxes as a subscription or one-time purchases on the website.

Overview

The aim of the project was to give Zenchest new creative ideas and perspectives on how to redesign the website, in order to increase conversions and create trust for the user.

I worked along 2 other 2 designers to bring this project to a success

Client

Zenchest AB

Design

Ecommerce Web design

My Role

UX/UI Designer

The brief

How might we visualise Zenchest’s boxes and create transparent communication around the products?

Zenchest wanted our help to give them new perspectives and insights on how to bring a quality experience for the users. Today, there was something missing and Zenchest didn’t have as many subscribers as they wanted at this point. Our mission was to conduct user research, iterate and create design suggestions on how to change the user flow and attract more users to buy Zenchest wellness boxes.

Users

Zenchest target audience are mainly women between 18-65 years old, located in Sweden. The majority, 80 %, acessess the website from their mobile phone to check out their Zenchest boxes.

Business goals

Since this was a relatively small business compared to the huge market of wellness, building trust among potential users and customers is important to increase conversions. Increased conversions on the website will automatically help the business grow faster.

Empathize, Define and Ideation

Expert review

In order to understand the user of the website we wanted to empathise with the user and put ourselves in their shoes. From the expert review we could find key elements that could be confusing for the user.

- Call to action on the first section missing additional information about their business idea.
- Understand the seasonal concept without further explanation what to expect
- Confusing check out experience with missing clarification what you have put in the basket.
- Transparency in what you are buying, visuals and text about the products included in the box

User interviews and first round of testing

We conducted interviews with the target group and listen in their first experience of the website. Even though we only had the opportunity to talk to few users, we could quickly confirm our own assumptions around some confusing elements.
The majority experienced a website with warm, welcoming colors and nice visuals. But the first time user was confused what the website was all about. The feeling of misleading pictures and missing information about the products

“I believe they are selling some kind of wellness-yoga-spiritual products, but I can’t find clear information about the products”?

The checkout experience made some user decline their fictional purchase and closed the window. We could then see some patterns and themes of what to set our main focus on in the design suggestions.

User journey map

Mapping insights from our research

With the expert review and interviews with the target audience analysed, the main focus in our proposed design suggestions were; trust, transparency and clarity for the user. We analysed a need from the user to clearly see what products they are buying and what to expect in the seasonal subscriptions.

Solutions

Wireframe sketches and Hifi mock ups

We began sketching for potential solutions to the problems above and this sketches led to design suggestions that was prototyped and tested.

Usability tests

A/B Testing

Our design suggestions was tested against the previous design to validate if our prototypes would solve any of the users needs and to learn more of the users to ZenChest.

The key insight from the testings was that the majority of the users understood how Zenchest works and how they can make a purchase. Product visualisation and detailed information about what was inside the boxes was also clear and guided user actions.

This website is more direct and clear. It guides me better and I really like the product description. It gives a true value of the business idea and what the products are about. I didn't really like the pictures though, they don’t give the mindful feeling.”

With the feedback collected we made some final minor changes of our proposed designs and added some missing elements before the final delivery to Zenchest.

High Fidelity Screens

Learnings and Next steps

After testing, some things were still a unclear at first. A question for the future could therefore be; “How might we make it even more obvious how the seasonal concept works?

This was a 3 weeks project which felt too short to complete solve most problems. Zenchest was happy with our design suggestions and took them seriously by redesigning their website with our suggestions.
If I had the opportunity to spend more time, I'd look into categorisation of their products and boosting customer engagements further